Australians prefer supermarket labels to brands

More and more Australians are reportedly shopping for home brand items at supermarket. Economical prices and enhanced quality are winning clients over, however there are concerns that the shoppers could wind up with a limited scope of choice.

More than one in four grocery store products is currently a private label, or home brand. The number of clients purchasing them over brand-names has taken off from 44 percent to 65 percent in only six months. The switch has been impelled on by the grocery store price wars. Stephen Micken becker from Canstar said that two in three customers say they tend to purchase grocery store private labels over the big national branded items.

Head of purchasing for Woolworths, Steve Donahue, said its supermarkets had focused on the inexpensive and taken away the nasty. Shoppers wants to get the best quality products and Woolworths is trying hard to deliver their expectation in own label brands, he included. A Canstar study indicates that 3000 of the participants rated supermarket labels against their brand rivals for their taste, worth and freshness.

Aldi or Coles own labels won in five out of eight classes in the food category which includes, Breads, milk, spread, margarine and eggs. Devondale, Nuttelux and Burgen won in three. Adrian Cester, who supplies Coles brand microwaveable soup, said value for money was not the only thing impacting the customer trend.

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